Identity - Power

Question 1

Instrumental power definition

Answer 1

The power used by individuals to establish or maintain power, usually due to authority or law. This could be a boss with a employer or be a teacher in a classroom

Question 2

Influential power

Answer 2

-power used to influence or persuade others. An example could be an advertisement.

Question 3

Fairdoughs theory

Answer 3

Advertisements are based of ideologies: proposed the relationship built between text producer and receiver by constructing a product image, they associate the same ideologies with the same product and so this helps to position receiver as potential consumer

Question 4

What about discourse and power

Answer 4

Explains most spoken encounters and when we’re reading an advertisement there will be a difference in power and as a result difference in language used

Question 5

Members resource definition

Answer 5

Tapping into the ideas people have in their heads about a company values

Question 6

Synthetic personalisation definition

Answer 6

The constructed relationship between company + consumer through the use of specific lexical choices. E.g. the use of second person pronoun “you” also include use of epistemic modality